FACTOR AFFECTING FOR ACCEPTATION OF COMIC READING TECHNOLOGY WITH APPLICATION

Abstract

The objective of this research were to compare the level of technology acceptance using applications Line Webtoon and Comico; and to determine factors affecting behavior of using applications Line Webtoon and Comico. Conceptual framework was based on Technology Acceptance Model (TAM) and network externality concept. Stratified random sampling technique was applied to select 404 application users to answer self-reported questionnaire. Data were analyzed by bivariate analysis and Linear Regression model analysis. Research findings revealed that levels of technology acceptance of using application Line Webtoon were significantly higher than those of application Comico; and factors that significantly affected behavior of using application Line Webtoon and Comico consisted of perceived number of peers, perceived complementarity, perceived ease of use, perceived usefulness, perceived security, attitude toward technology, descriptive norm, injunctive norm, subjective norm, behavior intention and usage behavior.